(영문리포트)Abercrombie and Fitch in Japan

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Introduction
The History
David T. Abercrombie in Manhattan, New York founded Abercrombie & Co in 1892 (Gerber). He was a Former trapper, topographer, surveyor and inventor. David created brilliant designs of tents and camping equipment due to the love of the outdoors. This inspired him to create Abercrombie & Co, where the store would only sell the best quality of outdoor gear. David’s good friend Ezra Fitch who was a determined lawyer of New York convinced David to sell him part of the company and become partners. In 1904, Abercrombie & Co now became Abercrombie and Fitch (Abercrombie and Fitch Co.).
Throughout the years, David and Ezra had imagined different views about their company. David wanted to strictly sell professional outdoorsman gear while Ezra had imagined targeting the consumers of the general public. This tension between the two led to everlasting arguments when finally the partnership ended in 1907 (Gerber).This led to the resignation of David T. Abercrombie and the store now continued to expand under the imagination of Ezra Fitch.
Abercrombie and Fitch had become the largest sporting goods store in the world. Ezra designed the stores under his imagination as the interior decorator. He set up tents and campfires as if it were the outdoors and all the products were displayed as if it were being used. This theme attracted customers while creating an understanding of the valuable use of the products. Throughout the 1960s

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